Publications

Educators

March 1990 (Revised March 1992)
Supplement

New York Against AIDS (B): Backlash to the Advertising Campaign

By: V. Kasturi Rangan and Sohel Karim

Provides a follow-up to the (A) case. View Details

Keywords: Health Disorders; Advertising Campaigns; New York (city, NY)

September–October 2020
Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

By: Lingling Zhang and Doug J. Chung

This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details

Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States

March 1990 (Revised January 1991)
Supplement

Clerical and Technical Workers Organizing Campaign at Harvard University (B)

2022
Working Paper

The Impact of Campaign Finance Rules on Candidate Selection and Electoral Outcomes: Evidence from France

By: Nikolaj Broberg, Vincent Pons and Clémence Tricaud

This paper investigates the effects of campaign finance rules on electoral outcomes. In French departmental and municipal elections, candidates competing in districts above 9,000 inhabitants face spending limits and are eligible for public reimbursement if they obtain... View Details

Keywords: Political Elections; Finance; Governing Rules, Regulations, and Reforms; Outcome or Result; France

February 1990 (Revised February 1990)
Case

Clerical and Technical Workers Organizing Campaign at Harvard University (A)

2023
Working Paper

Behavioral Transmission: Evidence from a Public Health Campaign in Bangladesh

By: Reshmaan Hussam and Dayea Oh

We examine how behavior change transmits across contexts in the setting of hand hygiene in rural Bangladesh. We randomize an edutainment intervention across classrooms to trace schoolto-home transmission in handwashing behavior and randomize the proportion of students... View Details

Keywords: Handwashing; Interventions; Public Health; Health; Behavior; Change; Bangladesh

March 24, 2015
Article

Starbucks' 'Race Together' Campaign and the Upside of CEO Activism

By: Aaron Chatterji and Michael W. Toffel

When Starbucks CEO Howard Schultz asked his baristas to engage customers in a discussion about race in America, it was a clear case of the growing trend of "CEO activism." Despite the criticism of that particular initiative, CEO activism—from Shultz to Chick-Fil-A's... View Details

Keywords: Leadership; Social Issues; Corporate Social Responsibility and Impact; Communication Strategy; Race

Register to Read

September 2004
Article

Spin (and Pitch) Doctors: Campaign Strategies in Televised Political Debates

By: Michael I. Norton and George R. Goethals

June 2013 (Revised March 2015)
Teaching Note

Business and Government: Campaign Contributions and Lobbying in the United States

By: Karthik Ramanna and Sandra Sucher

January 1997 (Revised February 1997)
Case

Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign

By: David J. Arnold and Robert J. Dolan

September 2020
Article

How Multimedia Shape Crowdfunding Outcomes: The Overshadowing Effect of Images and Videos on Text in Campaign Information

By: J Yang, Y Li, Goran Calic and Anton Shevchenko

This study aims to explore the moderating effect of the number of images and videos on the relationship between text length in crowdfunding campaign descriptions and crowdfunding outcomes. We use data from 13,622 technology campaigns on the Kickstarter website to test... View Details

Keywords: Crowdfunding; Media; Cognition and Thinking; Performance Effectiveness; Entrepreneurial Finance

February 1996
Teaching Note

Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN

By: V. Kasturi Rangan

Keywords: Environmental Sustainability; Advertising Campaigns; Advertising Industry

May 2023
Article

How Do Campaigns Shape Vote Choice? Multi-Country Evidence from 62 Elections and 56 TV Debates

By: Caroline Le Pennec and Vincent Pons

We use two-round survey data from 62 elections in 10 countries since 1952 to study the formation of vote choice, beliefs, and policy preferences and assess how televised debates contribute to this process. Our data include 253,000 observations. We compare the... View Details

Keywords: Political Debates; TV Debates; Voting; Political Elections; Decision Choices and Conditions

February 2008 (Revised August 2011)
Teaching Note

Charles Schwab & Co., Inc.: The 'Talk to Chuck' Advertising Campaign (TN)

By: John A. Quelch

Teaching Note for [507005]. View Details